Just Avril, no "Alice in Wonderland" clips
Music Video Info
The music video opens with Lavigne finding and following a white rabbit into a forest. As the piano in the soundtrack begins playing, the video briefly cuts to Lavigne's hands playing the notes on a piano. The video returns to Lavigne's character, who trips and falls into a hole near a large tree. Her fall is intercut with shots of Alice (from Burton's film) colliding with objects, including a piano. When Lavigne opens her eyes, she is lying at the bottom of a deep hole, dressed in a black gothic corset dress and stockings imprinted with playing card suits.
When Lavigne climbs out of the hole, she finds herself in Wonderland. The song enters the chorus, and the video cuts and dissolves between Lavigne's character running through the forest and Lavigne singing and performing the song on the piano. The only Wonderland character to make an appearance is a fleeting glimpse of the Cheshire Cat.
She arrives at a tea party, and the Mad Hatter stands, welcoming her with open arms. The scene is edited with footage of the Mad Hatter from Burton's film. As Lavigne sinks into a chair singing, her "echo" is visually emphasized with her face quickly dissolving in and out. As the verse ends, Lavigne stands and runs away from the scene. The chorus of the song returns to shots of Lavigne running through the forest, arriving at a piano surrounded by giant mushrooms. The video cuts between shots of Lavigne playing the instrument and singing, eventually showing Lavigne running through a misty copse of thin trees. Various scenes from the film are shown in succession, before Lavigne is reintroduced running toward an opening in the forest. As she exits the forest, she is dressed in her normal clothing.
Production and Release
Lavigne shot the music video for "Alice" on January 26–27, 2010. The video was directed by Dave Meyers, which was partly filmed at the Los Angeles Arboretum. Meyers worked closely with Lavigne to create the video. His intention was to capture "the haunting quality of the song" on video and present it with a gothic feel. Lavigne wanted to include piano sequences to stress the instrument's contribution to the song. Footage from Burton's Alice in Wonderland was edited prominently into the video.
The video premiered online on February 17, 2010.